Lexus needed to sell an innovative new product to a potentially lucrative market. The new Lexus hybrid had a fantastic USP to fleet managers. The fuel economy of the vehicle actually put it in a lower tax bracket than any other luxury vehicle at the time. We were issued with the task of creating a teaser pack that would generate a real buzz of excitement within the target audience. The result not only launched one of Lexus’ most successful campaigns in their history but also came 3rd in Campaign’s ‘Best DM piece of 2004’.
COPYWRITER - BRYAN KELLER